Edward Donald. Department of International Trade

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2 Edward Donald Department of International Trade 2

3 An Introduction to The E-Exporting Programme Edward Donald e-commerce & Digital Marketing Specialist

4 Aims for Today The Internationalisation context. The e-exporting Programme - an end to end view. Department for International Trade services and resources.

5 It s all about eyeballs Online search for UK brands & retailers outside the home market has grown by significantly over recent yea - Olympics - Royal wedding - Major sporting & cultural events with worldwide appeal Key B2C verticals such as Fashion, Sport, Outdoors, Baby, Kids, Homeware, Garden ware, Gifting, Internet of Things, Consumer Electronics experienced significant growth.

6 2 Significant Pull Factors - lack of choice in existing physical channels - use of e-marketplaces as the dominant search platforms. Notably in China There is so much choice Consumers need help to make their selection. Brand is a key differentiator:- Quality, Heritage, Tradition Deeper connections, Content possibilities. OC&C, PayPal & Google, 2015

7 Government s unique view of supply & demand Demand Which channels consumers use to buy and decide about brands Supply Which channels to use to develop an audience with & successfully sell overseas Omni-channel Approach: Unique & proven ability to build audiences in communication & sales channels

8 Many routes to market, all accessed by mobile..co.uk Domestic traffic Customer profile.co.uk + shop front in market Increased investment levels Limited geographical reach.co.uk + e-marketplace National reach Locate demand.co.uk + e-marketplace + shop front National reach Locate demand Plan physical presence within strategic country framework Sales Channel & Media Channel

9 Selling Online Overseas Service Audience Demand Learnings Criteria for Success Hybrid Sales, Marketing & Data Collection Proposition Commercial Beneficial terms Great Activity Bring new audiences to UK sellers 9

10 UK sellers save time & costs and can also benefit from optimised market entry Opportunity Access candidate e-market places via Selling Online Overseas Service Enablement See the supplier services needed Growth Audience development Trial & Sell-through Benefit Visibility of choice Direct introduction Market entry at reduced cost Benefit Save time & cost in the value chain 10 Benefit Increased audience size for seller at no additional cost

11 Seller Customer Journey Explained Candidate e-marketplace identified CBT suppliers shown to UK sellers where relevant Growth through audience development Benefit Market entry at reduced cost/time saved. Benefit Save time & cost in the value chain. Benefit Audience awareness & early sell-out

12 Build a Quick View of Fixed & Variable Costs

13 Laso/FarFetch, Japan. November 2014 Amazon, India. November 2015 Mihaibao, China. September 2016 Xui.com, China. October 2015

14 Of 450+ B2C e-marketplaces worldwide.only a certain number will be appropriate for a brand. Eco-systems differ Fixed & variable costs vary 3rd party supplier requirements change

15 How the e-exporting Programme End to End View E-marketplace commercial agreements to enable UK merchants to sell to 80% of the world s connected consumers Plan Single View of all B2C e-marketplaces worldwide Lower Market Entry Cost DIT negotiated rates with Partner e- marketplaces Save Time & Money Country by Country view of CBT value chain & directory of potential supplier services for exporter (planned) Digital Native Resource E-Commerce Advisors & International Trade Advisors Government Marketing E-marketplace marketing campaigns 15

16 How the e-exporting team works with e-marketplaces Scale Commerciality Commercial Increase the volume of UK sellers. Lower the cost of entry for sellers. Marketing Communications Approach Negotiate placement of Great on e-marketplaces zero cost, beneficial terms, access to data Marketing & Communications Provide a story that sells UK products & helps differentiate the platform. Increase awareness of Great.

17 Increase branding levels to boost business success Up to 13% increase in propensity to try or purchase British goods & services when buyers exposed to the UK promotion campaigns, Especially GREAT, which uses elements of the flag in its execution*. *Ipsos MORI. Social Research Institute, 2016